DONUT CONSTRUCTION
MOTHER’S DOUGHNUTS
PART 1: THE PLAN Concept 1 Key Players 2 The Product 3 Setting 4 Location 5 Target Market 6 Marketing Strategy 7-8 Management and Philosophy 9 PART 2: INDUSTRY OVERVIEW Las Vegas Marketplace 10 Defining U.S. Food & Beverage Trends 11 Urbanization 12 Origins of Food 13 Authenticity 14 Specialization 15,16 Uniqueness 17 Competitive Analysis 18 Local Competition 18 Competitive Advantages 19 Risks and Solutions 20
PA R T 1
CONCEPT
THE PLAN Based in Las Vegas, NV, Mother’s Doughnuts is the tradition of connection through simple, carefully sourced, and high-quality ingredients prepared by passionate, award-winning chefs and creative dreamers whose life work has been to make meaningful culinary and cultural experiences, which inevitably become the stories that connect us. Our stories are our customers and local communities, and Mother’s comes at a time when we are all seeking togetherness, playfulness, and a sense of ease. No matter how brief that might be, there is no measure of its value. And there’s always a story (and a doughnut) to be shared therein.
MOTHER’S DOUGHNUTS THE STORY OF US
Inside a space that spares no detail, from the music to the menu, and is marked by classic, yet whimsical decor, artistic surprise, history,
One of the first known words ever to be uttered by human beings is
locality and inspiration, the act of selecting doughnuts at Mother’s
Mother. It’s no surprise that language was born to the hands of love
becomes a charming endeavor in and of itself. Mother’s invites the
and comfort. For thousands of years, in cultures across the globe,
early birds, the after-school gatherings, the family hangouts, and
nurturers of every color and gender have sought to bring enduring
everything in between to enjoy signature and seasonal doughnuts
happiness with the traditions of simple foods made with care. This
along with a variety of handcrafted sweet milks, coffees, teas, and
of course includes treats, which indelibly contain the magic of
chocolate beverages. Or simply take it “to go” and return to loved
celebrating life. Our modern doughnut follows that long tradition
ones with our unforgettable and soulful delights in hand.
of bringing comfort, connection, and whimsy to all occasions, no matter our origins.
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KEY PLAYERS
JASON LICKER
A James Beard Nominated Author and the winner of the Iron Chef
Luis De Casas has more than 25 years of operations management
Thailand Pastry Edition, Jason Licker is pushing pastry to a whole
experience in the food & beverage and hotel industries. He
new level. With more than 20 years of experience, he has led restaurants
has developed, managed and operated high-volume venues
into ground-breaking territory from his time at Jean Georges
in five continents with a focus on finance, food & beverage,
Restaurant in NYC, to his roles as Executive Pastry Chef for Nobu
events, sales, project management and branding development.
in Miami and the Peninsula Hotel in NYC. Jason began his journeys
Luis also specializes in start-up environments with the ability
in Asia by taking positions at the Westin Bund in Shanghai,
to attain high outcomes with minimal resources through his
the Venetian Macau Hotel and Resort, and the JW Marriott in Hong
expert skills in communications, team building, and financial
Kong. Additionally, he served as the Corporate Pastry Chef for the
management. He has also assisted legendary companies in
Ce La Vi Restaurants in Hong Kong, Bangkok and Singapore (LVMH
reaching their full potential, including developing Nobu Chain
Group). In 2017, Jason debuted his first cookbook, Lickerland:
Worldwide, managing sales between Raleigh Hotels and the
Asian-Accented Desserts (James Beard Award Nominee). Jason’s
SBE Group, opening the Faena Art Center in Buenos Aires
second book, Baking With Licker: Home Baking With Asian
and managing Faena Hotels and Condominiums.
Accents, was published in 2020.
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LUIS DE CASAS
THE PRODUCT
flour, milk, and eggs, to use the best ingredients available for our dough, toppings and glazes. Vegans will not feel left out with our well-balanced menu options. For allergy concerns, the vast majority
DOUGHNUTS
of our creations do not contain nuts or nut byproducts. We work Mother’s doughnut recipes are designed for superb quality and
with serious and loyal suppliers.
fast delivery by a staff who feel valued and who are proud to uphold our ethical standards in both our products and in the good vibes they create for our customers. Our doughnuts are constructed from a classic point of view with a unique, culinary slant. Made with dough that is handcrafted over a three-day period, the doughnuts are then layered with grass-fed butter. These decadent, memorable pastries have rich, unique flavors enveloped in their delicate, crisp outer layers. To maintain our high standards of freshness, all employees swear to the four cardinal directions and sign the official NADOD contract, Never A Day-Old Doughnut! Our passion is crafting beautiful flavors in our own kitchen. We value providing compelling taste and quality in equal measure with products that are always fresh, made from scratch (with regional, organic ingredients whenever possible) and always with
a
strong
commitment
to
non-GMO
practices.
We are proud to partner with local and Northwest suppliers for
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BEVERAGES Our beverage program is classic and simple with delicious coffee, old-fashioned sweet milks, a range of fresh, dried teas, and cold and hot drinks made with Oaxacan chocolate. We take doughnuts seriously, but we never leave out the fun. You’ll feel downright giddy when you walk through the door. Need help choosing the right doughnut? Just ask our Doughnut Enthusiast. We’d love to help you make the perfect choice and tell you what’s cooling on the rack.
SETTING
Mother’s Doughnuts creates an inviting, experience-based environment that welcomes everyone. Whether you come in alone or with the whole gang, there is a variety of seating options, both intimate and inclusive. Key design features are inspired by history and tradition, whimsy, locality, and incorporate artwork and photography in a casual and accessible way. Keywords to ta ke h o me: c asu al , s oc i al , vibrant, anim ated, whimsical, fun, immersive, creative.
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LOCATION
The space will be located where current economic infrastructure is stable, but also has room to grow. Families are thriving here and there are large numbers of people in every age group. There are no shortages of super markets, shopping districts, rec centers, parks, schools, hospitals, churches, and temples—all of which should be accessible by one of the major freeways for easy access no matter one’s location. In addition, this area is not far from popular hotels and casinos catering to both locals and tourists alike who are always looking for venues to explore nearby, and without having to travel all the way downtown to do it.
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TARGET MARKET
• Age:1 to 100 • Yearly income: $30,000 and up • Largest customer populations include families of a l l a ge s , Gen Z , mi l l en n i al s , professio nals, and retirees. SOCIAL HABITS OF OUR TYPICAL CUSTOMER • Enjoy dining out several times per week. • Invest in regular culinary excursions as a family, in pairs, as friends, or in work groups. • Typically prioritize convenience and location, including easy access from work/home or school routes. • Loyal to businesses they identify with on values, quality, and aesthetics. • Desire for out-of-the-house socializing and sharing experiences on social media.
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MARKETING STRATEGY
AT A GLANCE • Google Display Network Campaign • Facebook Advertising Campaign Creation • Remarketing Campaigns & Consistent Optimization • Conversion Tracking • Detailed Performance Reporting • Unlimited Digital Advertising Campaigns • Unlimited Branding Campaign • Unlimited Funnel Creation • Crisis Management • Measurement and Monitoring • Google Display Network Campaign • Facebook Advertising Campaign Creation • Remarketing Campaigns & Consistent Optimization • Conversion Tracking • Detailed Performance Reporting • Unlimited Digital Advertising Campaigns • Unlimited Branding Campaign • Unlimited Funnel Creation • Crisis Management • Measurement and Monitoring
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MARKETING STRATEGY
IN DEPTH Social Media and Key Influencers In a brand-conscious market, influencers are critical assets. We are focused on influencers who drive the local community, and who can help establish Mother’s as a must for locals. Utilizing our existing wide-spanning networks, from food and beverage connoisseurs to small social groups, we will launch our presence on social media immediately. With endless photo opportunities, from our imaginative setting, to our extraordinary doughnuts themselves, there will be no shortage of inspiration for our influencers to shout it from the rooftops. We are targeting key influencers with networks of 50 to 1,000 mid-spenders. Demographics of key influencers are widespread in order to reach diverse communities and areas across the valley. Key influencers will be given perks for driving traffic, including discounts. We will also create incentive programs to collect insights on how to i m p rove s e r v i c e s a l o n g t h e w ay. T h i s i n c l u d e s continuously monitoring our customers’ experiences and maintaining their loyalty.
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Creating virality without “self-promotion” requires brand ambassadors similar to key influencers who blog, tweet, and share views with friends. For starters, we will target 20 key online personalities to release “trickled out” marketing for informal, but planned events and promotions that will be for “those in the know.” We will also utilize social media marketing companies to assist us with a focused outreach using Facebook, Instagram, and Twitter campaigns that target people within a 15-mile radius of our shop.
MARKETING STRATEGY POP-UPS AND PROMOS LOCAL PRESS We will work to ensure press exposure in all local publications, including the leading weekly and culture magazines, men’s and women’s publications, digital channels, online and print newspapers, NPR and other local radio, and online social clubs. A key approach will be in highlighting our chef, Jason Licker. We will also utilize the brand’s unique value and style to separate us from competitors and introduce us to the city with a bang. Still, humility, service, quality and that spirit of connection, whimsy, comfort, and adventure, will be our continuous bedrock in attracting customers. SOCIAL EVENTS AND SPONSORSHIP Connecting to existing communities that already frequently gather will provide sales on off days. We will tap into sports communities, artist communities, business networks, digital clubs, blue collar professionals, schools, hospitals, LVPD departments, firefighters, and charity groups. Events may include any and all special occasions, local festivals, fundraisers, private parties, sponsorships, and social/ business networking events.
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We will consistently engage with the Las Vegas community through pop-up events and promotional events. With our energetic and forward thinking team, alongside the fun visibility of making our doughnuts, we will be there for local events, festivals, sporting/racing events, and more. We plan to operate between two to three pop-up events every few months to continue to build our community relationships and create buzz.
MANAGEMENT AND PHILOSOPHY According to a labor study published by Cornell University, more than 70% of American workers are unhappy and want to leave their job within 12 months. This is largely attributed to unsuccessful structures in the workplace that leave people feeling disconnected and undervalued. The result? High employee turnovers diminish profits. Our management philosophy is pretty straightforward: create a meaningful product, treat others how you would like to be treated and the world will be a happier and more productive place. Just like Mother taught ya. ENVIRONMENT We are here to inspire our customers, but also our employees. By first hiring employees who share our sustainable values and commitment to culinary joy, integrity, and quality, we will create an environment that allows individuals to feel a sense of ownership and pride in the products we make and the services we provide. This includes creating an empowering environment that nurtures authentic work relationships and professionalism, allows people
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to be themselves, and explores and rewards individual talents. We will also provide incentive programs for the commitments that make our business possible. By investing in our employees, we are making a further commitment to customer service, which is fundamental to Mother’s.
MARKETING STRATEGY OPERATIONS TEAM The Mamas in charge of the everyday operation bring diverse and experienced management backgrounds to the table, positioning the business to enter the Las Vegas marketplace with strength and precision. The following areas highlight a few of their previous achievements: • Concept development: Our team has launched successful restaurant concepts in several cities across the country, and has specialized in Las Vegas for the last two decades. • Marketing: Our team has led online and traditional marketing projects with viral campaigns through a network of community liaisons in Las Vegas. • Business development and project management: Our team understands the nuances and organization required for cost planning and contracting. • Interior Design: Our team has designed operationally sound and eye-catching restaurants of all sizes and budgets. •Product launch: Our team has mastered the art and science of product launch in retail, consumer pro d u c ts , an d ser vi ces , wi t h multiple launches in both Americas.
INDUSTRY OVERVIEW
PA R T 2 OVERVIEW CULTURE AND LIFESTYLE
PA R T 2 OVERVIEW
Las Vegas is a unique market with an incredibly diverse local population, alongside a steady stream of tourists from all over the world. Collectively, we have an enormous market for customers looking for new culinary adventures
INDUSTRY OVERVIEW
and experiences. With a vibrant economy, a large labor
LAS VEGAS MARKETPLACE
force, and a built-in culture of curiosity, there is tremendous room for all that is deep fried and delightful.
It can’t go unaddressed that the Covid 19 shut down posed numerous challenges to the food &
In addition, Las Vegas has an established love for doughnuts.
beverage industry in Las Vegas. Indeed, it was a
Our setting at Mother’s will provide customers with an
painful blow to say the least. Now, however, we’ve
unparalleled dine-in experience, but there is a tremendous amount
entered a time when vaccines are becoming more
of take-out business we can count on as well, servicing
available by the day, prompting health officials and the
the thousands of events taking place at schools,
public alike to feel confident that spending, travel,
businesses, and homes throughout the valley, and which
and socializing is officially on the rise. People are
regularly celebrate with doughnuts.
extremely eager to return to their favorite haunts and to find new ones. Having bypassed the worst, we will be opening doors in time for an absolute post-vaccine surge in our local food economy.
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DEFINING U.S. FOOD & BEVERAGE TRENDS
to packaging. In fact, this has become the “the new normal.” This new demand for sustainability has h a d a t re m e n d o u s i m p a c t o n c o r p o r a t e s o c i a l responsibility. Obtaining food from an ethical
THE URBANIZATION OF FOOD The urbanization of food can be described as delivering a high-quality product quickly and at a reasonable price. This is often done by taking a product that was previously out of reach to the general public, simplifying it, re-sourcing it and adapting its preparation in order to make it affordable and profitable. In contrast to this, but also a subset of this trend, is taking an item that was considered unhealthy, cheap, and of poor quality and making it more refined by improving the quality. THE ORIGINS OF FOOD Over the years, people have become increasingly interested in where food comes from, with a preference for foods grown without chemicals. People are looking to have an informed connection with their consumption, from ingredient source
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source, connecting guests with the product, and educating consumers on how to get the most from their products are key drivers with this trend.
DEFINING U.S. FOOD & BEVERAGE TRENDS
UNIQUENESS Customers long to champion creativity and inspiration
AUTHENTICITY
thro ugh experi ence. It i s part of o u r mo dern l i fe
Authenticity can be achieved in many ways: timeless
authentic. The restaurant industry provides a great
recipes done well, traditional food with a twist, or evoking memories through flavor, to name just a few. Foods made traditionally and prepared with care have increasingly become important to people. There is a rising demand for food selection and preparation to be respectful at its roots. Creating a space that stays true to the ideals and integrity of its creators leads to an indescribable feeling that customers immediately recognize. HYPER-SPECIALIZATION With hyper-specialization there is a focus on taking one, or just a few, recipes or ingredients and highlighting them in a quality way. This can accentuate simplicity itself. This also includes doing one timeless item well, or focusing on one very specific technique or style. Mother’s Doughnuts is a perfect example, but this trend can be seen in many places, such as craft cocktails, coffee, and ramen.
style to want to explore that which is unique and opportunity for people to experience many levels of creativity in a sensory way. From the ambiance, visual aesthetics and furniture, to the acoustical design and music, the new and familiar aromas, and to the recipes and delivery of the actual food, it is the perfect scenario for giving customers an immersive experience they won’t forget.
Do-Rite Donuts
U.S. FOOD & BEVERAGE TRENDS
Donuts are a classic Chicago food institution.
URBANIZATION
• Skip the fast food and sub-par tourist traps.
DOUGH DOUGHNUTS Dough doughnuts can now be found in coffee shops and food halls all over NYC.
soft-yet-chewy yeast doughnuts dunked in a range of glazes that go well beyond the basic chocolate and vanilla. • Some of the standouts are the tropical flavors: hibiscus
and
bright,
cocoa
nib-peppered passion fruit. DOUGHNUT PLANT Hipster and millennial doughnut shop with locations in Williamsburg, the Chelsea Hotel, Downtown Brooklyn, Grand Central & Lower East Side. • For cake doughnut lovers, go for the condensed milk-injected tres leches. • If yeast is preferred, try the peanut butter and jelly doughnut.
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tasting table. • Gluten-free Masters.
• This Bed-Stuy born shop specializes in enormous,
fuchsia-frosted
• Eat near Chicago’s well-beaten path via the
• The take-aways are pistachio-Meyer Lemon and buttermilk old fashioned. • Vegan options.
U.S. FOOD & BEVERAGE TRENDS
ORIGINS OF FOOD KRISPY KREME Krispy Kreme is an American doughnut company and coffee chain. • Krispy Kreme is an 83-year-old company. • They began selling the Whole Wheat Glazed doughnut in 2007. • Krispy Kreme introduced a donut that included the soft drink Cheerwine in 2010. • In 2010 they created Krispy Kreme Express, a delivery for business. • Krispy Kreme makes (and fries) their donuts in-house, a big reason why they’re so dang good. DUNKIN’ Dunkin’ donuts is an American company, specializing in donuts, coffee, bagels and breakfast items. • There are 12,900 Dunkin locations in 42 countries. • In 2010, Dunkin Donuts’ global sales were 6 billion dollars. • In February 2018, Dunkin’ announced plans to
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phase out polystyrene foam cups. • In late 2018, Dunkin’ installed espresso machines. • In June 2019, Dunkin’ partnered with Grubhub. SHIPLEY Shipley’s Donuts is an American Gourmet Doughnuts Company focused on the southern United States. • There are 300 stores in the southern U.S. • The company has partnered with the Salvation Army to use a portion of sales on National Donut Day for charity.
U.S. FOOD & BEVERAGE TRENDS
AUTHENTICITY The Donut Man The Donut Man is a southern Californian legend with a new location in Central Market Downtown LA. • It’s all about The Donut Man’s seasonal strawberry and peach doughnuts, raised doughnuts sliced in half and stuffed chock full of fruit. • Other offerings, like the arm-length tiger tail, are very well made and more than worth dropping by on the way to Las Vegas or Big Bear.
BLUE STAR DONUTS This Portland transplant makes artisanal doughnuts in the heart of Abbot Kinney. • Order the famous blueberry bourbon basil doughnut and be prepared for deep-fried bliss. • Gourmet donuts from scratch, with fresh fruits, herbs and spices, even liqueurs. • Uses brioche, the buttery queen of breads, as their raised yeast base. • Partners with their neighbors, using local products that support their communities.
• For the past 46 years if you were going to Donut Man in Glendora you had to stop at the bank first.
BIRDIES
The Shop only accepts cash for its famous Tiger Tails and strawberry and peach donuts. Open
The donuts from Birdies are as delicious as they
24/7.
are Instagramable. Based in Los Angeles.
phase out polystyrene foam cups. • In late 2018, Dunkin’ installed espresso
• The made-from-scratch cake and yeast lean into
machines.
innovation, like the horchata twist with dulce de
• In June 2019, Dunkin’ partnered with Grubhub.
leche and the lemon thyme pistachio.
nuts Company focused on the southern United
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sexually-themed donuts late at night, in a punk-
U.S. FOOD & BEVERAGE TRENDS
rock-meets-high-school Goth setting. • Voodoo Doughnut is well-positioned to expand
SPECIALIZATION
both product offerings and locations, bringing
MOCHILL MOCHI DONUT Located inside the Japan Center mall in San Francisco. • Japanese–style mochi donuts. They are chewy treats made from rice flour and have more texture and are lighter than a traditional American donut. • Crip and light, colors and flavors rotate, but highlights include black sesame, matcha tea, fruity pebbles, and crushed Oreo cookies. Small batch, hand crafted doughnuts in NYC.
• Standouts include sweet and savory combos and the beet whipped ricotta donut. VOODOO DOUGHNUTS started
Portland’s
Doughnut Revolution. • Offers wacky, cereal-topped, and sometimes
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you. THE SALTY DONUT The Salty is a family-owned, artisan donut shop focused on chef-made, small-batch, craft donuts that rotate seasonally. Based in Miami. high-quality ingredients. • The yeast-raised donuts are based on their buttery 24hr-brioche recipe.
• Creative and classic recipes alike.
single-handedly
and love of community to a neighborhood near
• 100% from scratch, in-house bakery using
THE DOUGHNUT PROJECT
Voodoo
creative doughnuts, a passionate employee culture
• The cake donuts are a little crunchy on the outside, soft & moist on the inside.
U.S. FOOD & BEVERAGE TRENDS
sugar cookies are always on the menu, along with 120 specialty flavors that rotate weekly. • The very first Crumble opened Logan, Utah, in
SPECIALIZATION
DYNAMO DONUT AND COFFEE Established by pastry chef Sara Spearin in 2007, San Francisco. • Dynamo is best known for its Maple Bacon Apple Doughnut, but Sara Spearin’s unique and refined flavor pairings make all of Dynamo’s light, chewy handmade doughnuts worth a special trip to their storefront in the Mission or kiosk in the Marina in San Francisco. Other favorites include the Caramel de Sel, Chocolate Rose and Spiced Chocolate. CRUMBL COOKIES E a c h w e e k , t h e i r m e n u ro t a t e s t o o f f e r f o u r different specialty flavors. Based in Las Vegas. • At Crumbl, warm milk chocolate chip and chilled
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2017. Since then, the franchise has expanded to over 75 locations in 11 states.
FIREMAN DEREK Fireman-turned-baker, Derek Kaplan, has quickly become the king of Miami’s pies. • A family-owned and operated South Florida bakery specializing in handcrafted pies, cakes, cheesecakes, cookies and decadent one-of-akind desserts. • The local favorite is key lime pie, which features a homemade graham cracker pie crust and key lime juice flavored filling.
U.S. FOOD & BEVERAGE TRENDS
SPECIALIZATION
THE BATCH COOKIE CO. B y a w a r d w i n n i n g p a s t r y c h e f, M a x S a n t i a g o , who also created Salty Doughnuts. Based in Miami. • Artisanal cookie shop that focuses on chef-made, small batch, craft cookies. • Ve g a n a n d g l u t e n - f r e e c o o k i e s . • Ta k e a w a y s : S o u t h e r n P e a c h e s N ’ C r e a m , Cookies Swirl.
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N’
Cream,
Fu nFr u i t y,
Nutella
U.S. FOOD & BEVERAGE TRENDS
DR. HOLMES BAKEHOUSE Breaking out with innovative texture and flavor combinations, this brand has locations in Los Angeles and San Francisco.
UNIQUENESS
• The “cruffin” has become a citywide sensation.
DOE DONUTS
sugary goodness.
Doe Donuts is the vegan answer to both Blue Star
A half-croissant, half-muffin combo steeped in • The doughnuts are equally enticing, with sweet,
and Voodoo Doughnuts in Portland.
pillowy dough surrounding
• Doughnut flavors are on the creative side, with
passionfruit.
flavors like pink lemonade, taro and French toast. • Doe makes all ingredients in-house. • Doe is a women-owned, small business specializing in artisanal vegan donuts and ice creams made from scratch with local, fresh and sometimes usual ingredients. DOCHI I n S e a t t l e’s C h i n a t o w n I n t e r n a t i o n a l D i s t r i c t . • These delicate, chewy mochi-doughnut hybrids come in seasonal flavors like matcha-Oreo, taro with fruity pebbles, and Viet Coffee red velvet. • The Tiffany’s-like blue boxes add to the preciousness.
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a creamy core filled with flavors like matcha or
COMPETITIVE ANALYSIS
LOCAL COMPETITION PINK BOX DOUGHNUTS Popular neighborhood chain in Las Vegas, expanding quickly. • More is better here with decadent flavors like S’mores, Chipotle Caramel, red velvet, maple bacon bars, and strawberry shortcake. • Catering to tourists and locals alike.
DONUT BAR Doughnut emporium from San Diego with a location in downtown Las Vegas. • Specializes in the cake doughnut. • Take-aways: Big Poppa Tart mud pie, Maple Bourbon, Boston Crème, Apple Fritter, and the super-sized Homer’s Donut.
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COMPETITIVE ANALYSIS
CARL’S DONUTS Carl’s Donuts got its start in 1963 as a take-out
LOCAL COMPETITION SAINT HONORE DOUGHNUTS & BEIGNETS The very first couture doughnut and classic beignet shop in the U.S. Saint Honore’s creates doughnuts as artwork. Located in Las Vegas. • Haute couture doughnuts include the Louis XIII lemon tart, Midnight in Paris with S’mores doughnut. Pont Alexandre with vanilla bean and candied pecan, and the Raspberry Beret. • A vegan doughnut trio includes birthday cake, lemon vanilla rose, and Oreo. • Gluten-free options include lemon vanilla rose and blueberry. DISTRICT: DONUTS, SLIDERS, BREW The New Orleans favorite moved into Block 16 Urban Food Hall at the Cosmopolitan Las Vegas. • Serving handcrafted crave-able classics, prepared fresh-to-order. • Takeaways: Chocolate Blackout and Cananas Foster.
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doughnut shop in a modified garage of a California motel. Now in Las Vegas. • They bring back the simple elegance and nostalgia of a classic doughnut. • They are not about making the trendiest, most over-the-top doughnut. They are about focusing on quality to let the donut speak for itself.
COMPETITIVE ADVANTAGES
• Specialization: At the heart of it, the doughnut is a masterful act of achieving balance with few ingredients. Working from tradition,
OUTSTANDING PRODUCT
we uphold quality, technique, and creativity in a style all our own
First and foremost, our chef’s creations are out of this world and
for a specialized outcome.
stand in a class of their own. Secondly, we are offering a unique, local experience. Baked into every aspect of our business are all
• Uniqueness: We are the best seat in the house with our design
the food & beverage trends we discussed earlier. While some
concept, social marketing strategies, and our all-day, everyday
doughnut shops may incorporate a few, we are embracing urbanization,
hours of operation. Not only are we creating unique and inspiring
origin of food, authenticity, specialization, and uniqueness as an
doughnuts, we are bringing a unique, fun, memorable experience
integral part of our identity.
straight to the table.
• Urbanization: High quality, artisanal product at an affordable price. Our value-for-money structure makes us an easy choice. • Origin of food: Our commitment to regional, organic, high-quality ingredients is the current and growing market preference. • Authenticity: Every aspect of Mother’s is authentic, from the classic traditions we are inspired by, the creativity of our entire team, to the joyful, community-minded intentions behind opening our doors. Happiness is our key ingredient.
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COMPETITIVE ADVANTAGES
OUTSTANDING DELIVERY • Quality control: Mother’s “people-first” philosophy, in-house culture, and staff-training program maintains exceptional quality in both product and delivery. • Packaging: Our design concept extends to the packaging of our products in ways that feel classic, yet inspired and unique. • Happy staff members: We empower our staff to manage small issues while making choices that also advocate for the safety and happiness of our guests. • Good vibes: with delicious food, uplifting music in the background, the right lighting, our overall design concept, and a knowledgeable staff who is proud of our product, you just want to be at Mother’s.
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RISKS AND SOLUTIONS
• Utilize existing sourcing experience in Las Vegas. • Repurpose to reduce waste.
RISKS
• Select ingredients that give a perceived high
• Start-up and interest costs.
value, but at a lower cost.
• Rent: Las Vegas restaurants have closed in high
thrive. Offer referrals, incentives, milestone bonuses,
numbers due to Covid, a loss of profits, and continued
• Create a family environment that allows staff to and staggered goals.
rent costs.
• Build a brand through our chef, concept, philosophy,
• Cost of Goods: High-cost inputs and fluctuating
• Extensive marketing strategy and PR campaign
prices have left businesses vulnerable. • Staff turnover: Without a stable staff, the quality control, customer service, and speed become compromised. • Marketing: Establishing a successful marketing program and being able to reach a widespread audience. SOLUTIONS • Minimize start-up costs by taking advantage of in-house skill sets and expertise. • Leveraging existing relationships and partnerships. • Target 8-10% of operating cost maximum.
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and style. that includes pop-up events and relationships with social media influencers. Pursue local press opportunities, special events, email and text blasts, and effective community building.
THANKS.
LUIS DE CASAS + GEOFF HALL